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Patanjali Ayurved Limited: Disruption or Innovation?

Lookup NU author(s): Dr Saurabh BhattacharyaORCiD


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In 2012, the founder of Patanjali Ayurved Limited (PAL) and his associate were leveraging a unique business model by venturing into the fast-moving consumer goods sector in India. By March 2016, PAL had become the fourth-largest company in this highly competitive industry and was planning to become the market leader by 2020. Through its low-priced herbal and Ayurvedic products, PAL occupied a unique white space in the already existing strategic groups of domestic and multinational competitors. Industry experts were undecided about whether PAL posed a serious threat to multinational and domestic firms or if PAL should be praised for creating a new market for its products in India. If PAL was posing a real threat, then other fast-moving consumer goods firms had to develop strategies to maintain their own position, and PAL needed a plan to face the challenges involved in its future growth.

Publication metadata

Author(s): Bhattacharya S, Agnihotri A

Publication type: Online Publication

Publication status: Published

Series Title:

Year: 2016

Description: Business Case (Pub Mat)

Acceptance date: 22/11/2016

Publisher: Ivey Publishing

Place Published: London, Ontario, Canada


Notes: Product # 9B16M196